Announcing the Benelux winners of the TikTok Ad Awards 2025!

Creativity, culture, impact. The TikTok Ad Awards 2025 celebrate the campaigns that set the bar for TikTok-first advertising, proving that bold ideas and smart strategy go hand in hand.

Last night, in a spectacular ceremony held in Amsterdam, we crowned the brands and agencies across the Netherlands, Belgium, and Luxembourg, pushing creative boundaries, entertaining the TikTok community, and delivering outstanding business results.

Each winning campaign stood out for its bold creativity, smart use of TikTok-first ad solutions, and ability to connect with the platform’s vibrant community. From scroll-stopping content to campaigns that drove real impact, these winners set a new benchmark for what’s possible on TikTok.

Read on to discover this year’s winners and dive into the campaigns that captured imaginations – and results – across Benelux!

Greatest TikTok

This prize is awarded to the best overall campaign: the campaign that has harnessed the creativity of the platform, driving impact through the clever use of ad products to smash objectives across the funnel.

Albert Heijn | dentsu | TBWA/Holy Fools | "Klinkt als Weekend"

Albert Heijn succeeded this summer in capturing the weekend feeling and positioning itself as the destination for barbecues, snacks, and social drinks. Using a TikTok-first strategy, Whigfield’s “Saturday Night” was transformed into the new track “Klinkt als Weekend” (Sounds like Weekend), performed by Corry Konings and Bram Krikke. The campaign revolved around a catchy song and dance, specially developed for TikTok. Creators and fans were involved from the very beginning. This ensured maximum visibility and participation, and the campaign grew into a national hype that was even picked up outside of TikTok.

The results were impressive: 303 million impressions from 12,500 unique TikToks, a hero video with 6 million views, and an engagement rate of 4.5%. More than half of the target audience recognized the song, and the brand association with weekend and barbecue rose significantly. Albert Heijn literally became the sound of the weekend: a cultural and commercial success.

Greatest Creative

This award recognises a brand’s overall creative excellence on TikTok, from clever paid and organic execution to campaigns that resonated across the platform.

Constructiv - De Bouw Kijkt Verder | AKQA Brussels | "Content Builders"

With the "Content Builders" campaign, Constructiv transformed real construction workers into TikTok ambassadors. They showcased the accessibility, beauty, and diversity of the construction sector. By focusing on peer recommendations and authentic, spontaneous content, the campaign not only succeeded in attracting new talent but also increased the sense of pride within the sector. The ambassadors were given complete creative freedom and shared their daily experiences through their own TikTok profiles, often utilizing trending formats and sounds

The result: 24 unpaid ambassadors collectively created 259 TikToks, 144% more than on Instagram and Facebook combined. Their joint follower count rose to over 510,000. The recruitment campaign generated 144,500 unique views and nearly 100 qualified applications, setting a new standard for creative employer branding on TikTok.

Greatest Impact

Celebrating campaigns that harnessed the power of TikTok for good, this award shines a light on creativity with purpose, maximising engagement and social impact.

HEMA | Tosti Creative | TRUUS | LINDA. | "HEMA Thuistoilet"

With the "Thuistoilet" (Home Toilet) campaign, HEMA creatively highlighted the lack of public restrooms for women during King's Day. By cleverly capitalizing on the holiday's momentum and opting for a TikTok-first approach, they achieved a large reach and real impact with a small budget. Together with TikTok creator Driplist, they launched a recognizable, humorous video. This video made the problem visible in an accessible way and invited the community to open and share their own 'home toilet' for public use.

The impact was immediately visible: HEMA reached over 1.1 million people and generated more than 3.1 million impressions on TikTok at an exceptionally low CPM of €1.61. The initiative led to a wave of user-generated content, hundreds of thousands of extra impressions, tens of thousands of likes, and thousands of shares. The campaign grew into a national movement and became a powerful testament to social impact and engagement.

Greatest Branding

This award celebrates standout branding campaigns that combined bold, TikTok-first creative with innovative strategies to drive impact and awareness.

Colruyt | Fullsend | End Of Year Campaign – Holiday season

Colruyt launched a full TikTok-first campaign to strengthen brand preference during the holiday season. They used a phased approach, starting with an early presence and moving to inspiration and practical support during the busiest shopping period. The campaign cleverly utilized TikTok’s community features, such as reply-with-video and a Colruyt augmented reality effect. Both Dutch-speaking and French-speaking customers were reached with relevant, creative content.

The result was a notable increase in ad recall (+10.8% in NL), a reach of 1.35 million unique people, and a clear growth in purchase intent: half of those surveyed indicated they planned to shop at Colruyt. With this campaign, Colruyt set a new standard for upper-funnel branding on TikTok.

Greatest Performance

Spotlighting the campaigns that delivered exceptional lower-funnel results, this category rewards creativity and strategy that turned inspiration into measurable action.

Loop Earplugs | GAIN

Loop Earplugs achieved impressive results on TikTok thanks to a clever scaling strategy and continuous optimization. The brand targeted people who had already shown interest and used their most successful videos to reach the largest possible audience. Short, catchy videos created by real users were central, and the campaign continuously responded to the target audience's trends and needs.

Nearly 20% of all European sales stemmed from this campaign, ten times more than from previous campaigns. For every euro invested, the campaign yielded 30% more than the average, while the cost to acquire a customer was 31% lower than normal and even 39% lower than on other social media platforms. This success formed the foundation for the brand's international growth.

Femke Anna, Country Manager for TikTok Benelux, says: "The TikTok Ad Awards show how creativity and impact go hand in hand on our platform. The winning campaigns prove that brands and agencies in the Netherlands and Belgium not only understand the power of TikTok but also know how to translate it into concrete business results and connection with their community. I am proud of the talent and energy that come together here. TikTok is the place where brands make a difference by bringing content, community, and commerce together - driven by inspiration and creativity."

Jury Chairman Michael Nap adds: "This year, we saw an unprecedented diversity of submissions. The winners are all examples of how to build campaigns with courage, data, and a good feeling for the TikTok community - campaigns that not only stand out but also truly make an impact. It is inspiring to see how brands in the Benelux use TikTok as a platform for storytelling, engagement, and growth."

A heartfelt thank you to our wonderful jury:

Michael Nap (Chairman) - Roland Teerenstra - Marc Duquesnoy - Saskia Baneke - Nadim Kabi - Jeanette Kerssens - Maiko Valentijn - Davy Caluwaerts - Andrea Huijssoon - Kae Sutherland - Hendrik Van Steendam - Tim Colman.

And huge congratulations to our shortlisted entrants, who all delivered exceptional campaigns on the platform and helped us make last night so much fun. We're excited to see what you do next!